Sequence Launches New Brand for Soul Daddy, America's Next Great Restaurant

SAN FRANCISCO, May 2, 2011 /PRNewswire/ -- Soul Daddy, a new fast casual restaurant selected as the winner of the NBC reality series America's Next Great Restaurant, launched in three U.S. locations today using a new brand identity and website designed and built by Sequence, a creative development agency based in San Francisco. Soul Daddy was announced as the winner during prime time on NBC on Sunday, May 1, 2011. By winning the competition, Soul Daddy's founder Jamawn Woods is being funded to launch and operate a new fast casual restaurant chain with locations in New York City, Los Angeles, and Minneapolis.

Soul Daddy is a novel concept that brings healthy soul food cooking to the world of fast casual dining. The judges and accredited investors who selected Soul Daddy as the winner of America's Next Great Restaurant are Steve Ells (Founder and CEO of Chipotle Mexican Grill), Bobby Flay, Curtis Stone, and Lorena Garcia.

Based on Sequence's previous award-winning branding for Chipotle, the agency was asked by the show's producers to develop the Soul Daddy brand identity, trade-dress and website. The design work was conducted on-set as part of the filming of the show's finale, where three Sequence designers were brought in to rebrand each of the show's three finalists before their final test. The project included some unique challenges, including very rapid and intense strategy and design work. It was critical for Sequence to create a brand that would not only be flexible and scalable enough to grow into a nationwide chain, but also reflect the entrepreneurial passion and authenticity that made Jamawn Woods such a compelling contestant to both judges and television viewers.

"No other reality TV series has had financial stakes this high, and Sequence is proud to be associated with the development of the Soul Daddy brand and America's Next Great Restaurant," said Jojo Roy, CEO of Sequence. "Unlike other programs, at the end of the season's programming, fans of the show can walk into the winning restaurant."

Soul Daddy is the latest in a series of food and restaurant related brands that Sequence has partnered with, including Chipotle Mexican Grill, OpenTable, and several new upcoming regional fast casual concepts.

About Sequence

Sequence is a creative development agency that helps companies envision and build innovative brands, products, and experiences. Sequence helps clients connect with their customers through a combination of strategic thinking, innovative design, and relevant technology. Sequence's award-winning work for clients ranging from Chipotle Mexican Grill, Chevron, and OpenTable, among many others, includes the design and development of brands and websites, as well as mobile, web and social applications. For more information, visit http://www.sequence.com.

SOURCE Sequence